The Mumbai-headquartered Narsee Monjee Institute of Management Studies (NMIMS) University, unveiled a new logo and brand identity designed to further reinforce the institution’s growing reputation in leadership development.

dCell, the strategic design consultancy from Lowe Lintas & Partners India developed the brand identity that exemplifies knowledge and passion to excel.

“The new identity represents the new energy of NMIMS as a young university of the 21st century that aspires to create new paradigms for higher education”, said Dr Rajan Saxena, Vice Chancellor, NMIMS University.

“The challenge we encountered was that we had to take an already established and respected university and give it a new face. The brand ethos could not have been compromised at any point and therefore, we focused on the most contemporary representation of the brand messages and the future,” said Arun Ahuja, Vice President, dCell.

According to a communique, the new brand identity is inspired by the Elephant. Admired for its intelligence and memory, the Elephant has all the attributes of a perfect disciple. It symbolizes wisdom, knowledge, strength and loyalty. The black bands are a graphic representation of books, while the red quadrant denotes passion. The laurel wreath holding the graphics together symbolizes victory, achievement and stature.